Remember the movie, The Towering Inferno? Practically every critical system failed in that building. To extinguish the fire, the firefighters had to blow up the water tanks on the top floor.  Afterwards, do you think the company maintaining these critical systems kept their contract with the owners?

Extinguishing any concerns for callers interested in reliable building management, construction and maintenance is a top priority for  JJ White Inc. With the professional assistance of Mind The Gap’s on hold music and messaging services, they were able to create a program to fizzle those flames.

To impart an authoritative tone, they selected Andre Gardner whose distinctive, rich baritone voice fuels trust and confidence in JJ White’s brand and services.

Listen and escape any towering inferno safely by minding the safety gaps stressed in JJ White’s on hold program.

Haven Hospice, based in Gainesville, FL, has recently contracted Mind The Gap, through our partner Chernoff-Newman, to produce a professional on hold messaging program. Providing hospice services to critically ill patients, Haven wanted a program to impart compassion and warmth when the patients’ families and loved ones were on hold.

Voice selection is an important decision in the creation of an on hold program. The tone and performance of the voice needs to be relevant and effective for those who call. Understanding the hospice industry, we knew a female voice with an empathetic tone and soothing quality would be best. Eileen Brady, with vast experience in the healthcare industry, was our recommended voice talent for this program.

In addition, the music for a client like Haven needed to be reflective and peaceful. We wanted the music to have a moderate tempo and consistent dynamics. This would create the right ambience for Eileen’s voice and Haven’s on hold callers. We selected AC12, an acoustic guitar composition from Mind The Gap’s Music Library.

Even though their on hold program is verbally dense, the empathetic themes and the soothing sonic quality makes for a compelling listen without drawing too much attention to itself.

In challenging times when the passing of a loved one is near, Haven has created an environment of consolation and emotional support from the time a family member enters their facility to a close friend calling, waiting to be connected to a loved one while on hold. We’re grateful to make a small contribution to Haven’s cause.

Hear the Haven Hospice on hold messaging program.

Voiceover techniques vary depending on who’s listening

Having just recorded a series of in store messages for Mind The Gap clients, it occurred to me that what I was taught when studying voiceover technique is not always true.

My instructors always stressed that you should imagine that you’re speaking to one person.  “Don’t announce,” they used to say, “Just speak TO someone, not AT them.”

That’s good advice – almost always.  But when you’re speaking over a public address system to a store full of shoppers (who certainly are not paying attention to you), you need to be bigger, broader and more intrusive.  It’s a completely different approach than when you’re recording an on hold message, which is literally a one-to-one communication.

So my advice to anyone directing or voicing in store or on hold messages (I guess this applies to any voiceover, including TV and radio spots) is to think about where the audience is and what they’re likely to be doing when they hear the message.  It’s just natural to speak differently depending upon who you’re talking to and under what circumstances.  The same should apply to voiceover technique.

As someone who’s been working with Mind The Gap for more than 15 years as a voice talent, I take my role as the “voice” of their clients’ companies very seriously. Although I’m always on the other side of the audition process, I can offer some tips that will help you find the most appropriate voice to represent your company.

Be able to describe the personality of your company

Of course, you know what the personality of your company is (or what personality you want to project). But you’re so close to your business, you may not be able to put that “personality” into words. So think about it. Is your business strong & authoritative? Is it friendly, helpful and eager to please? Wise, knowing, experienced and trustful? Maybe it’s warm and nurturing.

Think, too, about who your main customers are, and to what personality type they would best respond. (If your customers are primarily teenage girls, for example, you may not want a voice which sounds old & wise, even if your company has been around for generations.)

Your spokesperson should be the embodiment of the personality you want to     project. You can really narrow down your choices – and all the voices you need to hear – by knowing the personality of your business.

Choose a voice talent who has done something in the same style in which you want your message delivered

Don’t choose someone just because you like their voice. Listen for something they’ve done that’s in the same style as what you want. Experienced voice talent are usually quite versatile so you’ll often hear several approaches on their demo. When you hear one of their samples that sounds like what you want, make a note of what the spot was so you can tell them the style you’re interested in.

With so much talent now equipped with recording studios in their homes, as I am, you can scour the country to find just the right voice. I know that’s what Mind The Gap does for their clients. But you still need to know what you’re looking for … or it could be a long and fruitless search.